Creating a Culture in Sales w/ Dan Casetta

Welcome back to the Catapulting Commissions Podcast with your host, Anthony Garcia. Today’s guest is widely regarded as a legend in the sales field. Dan Casetta is an author, podcast host, and rose the ranks to become the most successful field manager in Vector/Cutco history leading the company’s growth from $14 million in sales to over $300 million. Now he runs the company’s Western Region, producing over $30 million in sales per year.

Dan got his start selling knives when he was just 17. He cut his teeth in direct sales, knowing that those skills apply to all areas of life.

Dan is an expert at training and retaining the best sales professionals out there. It revolves around culture creation and building a place that’s foundation is in belonging. It’s easy to quit a job, it’s hard to quit a relationship. Things about the job that are hard are suddenly made easier when you have a community supporting you. Building that culture is all about trust. It starts with the small things–being on time, following through, etc. That foundation allows everything else to fall into place. Things like personal growth, positive focus, and the ability to change and adapt through adversity. It’s contagious. In a digital age where Zoom is king, it’s about engaging people to maintain those aspects.

For those breaking into the sales game, it’s about setting and achieving small goals. In addition, building rapport. It doesn’t have to be a long-term relationship, but creating a connection is essential. Your salesperson presentation skill are also crucial. Whatever product it is that you’re selling, there are key points that must be presented. Taking massive action is critical and sales. You have to be willing to just put yourself in the game, occasionally fail, often struggle, make plenty of mistakes, and learn through that process. And during that time, you have to have the ability to maintain that positive focus. To do that, it takes self-accountability to continue to get better and hone your craft.

Being a successful salesperson and a successful sales leader are similar but in different ways. It’s getting people into their own action. It’s a mistake to assume that just because you’re a great salesperson, you’ll be a great manager. You have to be able to paint a vision for your team of what’s possible for them so that they set their own goals. As a leader, your goal is to build a long-term relationship with your salespeople. The leader has to have total integrity to their word.  The Spirit of cooperation is where everybody has an abundance mentality. The sharing of support starts with the leader. Outside of that, it’s about work ethic. That doesn’t mean grinding out 100 hour weeks every week, but it does mean having moments of greatness where you choose to. Developing the next leader is all about recognizing when someone is successful. Let people know what you see in them.

Dan Casetta Website